10 GLEANINGS IN BEE CULTURE 



" If goods are wanted quick, send to Pouder." 



This Bee-supply House is Twenty- 

 five Years Old This Month 



This advertising business is an interestng subject, and I have given it 

 hard study for just twenty-five years. An expert advertising man 

 of this city, Mr. Carl D. Spencer, has this to say in one of his an- 

 nouncements : " In September I canvassed over two hundred homes 

 and asked questions. I learned this: That practically everybody 

 reads advertisements; that nearly everybody doubts the truth of 

 advertisements generally; that most people do not separate the true 

 from the false, but discount what is said in all or nearly all of them ; 

 that almost every one has been tricked into spending money through 

 false or misleading advertisements. They blame the business man 

 and not the magazines because false advertising is permitted, and 

 every one desires a means by which she or he may recognize a truth- 

 ful advertisement." 



The above interested me greatly, and I have been trying for a solu- 

 tion as to how to have my advertising identified as the genuine arti- 

 cle. I have never overrated my class of goods. In bee supplies I 

 simply say that the goods which 1 handle are the Root make, and that 

 speaks volumes. I receive hundreds of testimonials from those who 

 have dealt here, and these same friends are recommending my goods 

 to their neighbors. In shipping large orders of bee supplies, there is 

 a declining scale of prices on quantity lots, and I save this for my pa- 

 trons, often unexpectedly to them, but gratefully received as a rebate. 

 Frequently neighbors club together and secure their supplies in one 

 shipment, thus creating a saving in the aggregate cost as well as in 

 transportation charges. I should like to place my catalog of supplies 

 in your hands, which shows the new schedule of prices, and gives list 

 of discounts offered for early orders. I also include with each catalog 

 a letter which I should like to have you read. 



Just now I am advertising finest extracted honey by parcel post. I am 

 mailing tight-seal cans containing four quarts, two quarts, and one 

 quart, and also paper honey-jars filled with granulated honej'. With 

 these paper honey-jars one can peel off the waxed paper and leave 

 a beautiful cone of white granulated honey to serve on the table, and 

 I assure you that this has never been equaled in any confection. This 

 is strong language ; but if you receive a sample you will admit that 

 my advertisement is not overdrawn. I have mailed these goods to 

 Chicago, Cincinnati, Louisville, and to many small towns, without a 

 failure thus far. Perhaps some of you would like one of these pack- 

 ages mailed to some of your friends as a Christmas souvenir. Can 

 you think of a nicer, sweeter token? If interested let me mail you 

 my descriptive circular with price list. I will also include price list 

 of honey to be shipped in larger quantities. 



Walter S. Pouder, Indianapolis, Ind. 



873 Masaapiiusetts Avenue 



